OPINION: Digital strategy...or media 'cargo cult'?

How is a digital strategy based on search, social, display and mobile similar to a group of Pacific islanders expecting modern technology to drop from the skies? Nick Fawbert, chief executive officer of Third Space Academy, explains.

At the Third Space Academy we’re frequently challenged regarding the structure of our digital media courses, in particular how we can get through the first 50 per cent of the workshops without addressing search, social, display or mobile.

It’s counterintuitive not to mention shocking, delegates explain Surely these channels are the very foundation of digital marketing They’re certainly the most visible manifestation of the medium. CRM, we are told, is really the domain...

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